The report was based on November 2016 through January 2017 Facebook advertising data for 256 US-based WordStream clients in 18 industries: apparel, auto, B2B, beauty, consumer services, education, employment/job training, finance/insurance, fitness, home improvement, healthcare, industrial services, legal, real estate, retail, technology, and travel/hospitality.
Legal advertisers have the highest average CTR on Facebook ads (1.61%); employment/job training advertisers have the lowest average CTR (0.47%).
The average conversion rate for Facebook ads across all industries is 9.21%.
Fitness brands have the highest average conversion rate for Facebook ads (14.29%); technology brands have the lowest average conversion rate (2.31%).
The average cost per click (CPC) across all industries is $1.72, and the average cost per action (CPA) is $18.68.
Check out the infographic to see Facebook advertising benchmarks for all 18 industries examined:
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji